What is the legacy of short-term thinking?

Short-term targets and short-term thinking are stifling the growth of too many businesses that should be doing much better than they are.

Last week, SmartCompany reported the results of MYOB’s most recent Business Monitor survey, revealing the top 5 pressure points for small and medium enterprises. The top two were “attracting new customers” and “pressure from competitive activity”. Not surprisingly, pressure on profitability and price also rate highly among businesses that have experienced a decline in revenue this year.

There’s no doubt that conditions are challenging, and probably will be for some time. According to Deloitte Access Economics, economic growth here in Australia is expected to remain below its long-term average until 2017.

But short-term thinking is not the answer. There are opportunities out there, as long as we are prepared to do the work and planning it takes to land them.

Remember The Young Ones on TV in the 1980s, with everyone’s favourite hippie Neil earnestly explaining that “We SOW the seed, nature GROWS the seed, then we EAT the seed”?

It’s funny because it’s so obvious, and as it turns out, much easier to say than to do.

Pressure to attract new customers, coupled with increased competition and fewer market opportunities create the perfect environment for a game of chase-your-tail.

It’s one thing to be powerfully motivated to move away from what we DON’T want. But until we have a clear idea of what we DO want, we may see a lot of activity, but also a great deal of fear and confusion that will hamper results.

This year, the stock value of Amazon.com ($248b) overtook the stock value of America’s largest bricks-and-mortar retailer, Walmart ($233b) for the first time. Jeff Bezos, founder and CEO of Amazon.com, doesn’t take this for granted. “If we have a good quarter, it’s because of work we did 3, 4, 5 years ago. It’s not because we did a good job this quarter,” he says.

The work we do today on our business model, products, services and customers may not bear fruit immediately, but without it, there will be little to harvest in the long term.

The downtime over Christmas and New Year is the ideal opportunity to reflect on the rewards you’d like to reap next year, and what you can sow now to make it happen.

Robyn Haydon is a business development consultant specialising in business that is won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars worth of business with many of Australia’s largest corporate and government buyers. Had a tough year? Missed out on business you really wanted? Let’s make sure 2016 is different. The Pole Position program will position you to win the opportunities on your radar for next year. Email info@robynhaydon.com or call 03 9557 4585 to find out more.

How to get more of the work you REALLY want

When I talk to people in professional services firms, and organisations who compete through bids and tenders, something I hear often is that they are flat out just keeping up with the opportunities they need to respond to.

It's a struggle to get time to think about the work they really want, and they are frustrated that opportunities they know would be perfect for them are passing them by.

What many are hesitant to say, but know is an issue, is that they are operating in an environment that is designed to commoditise, and to force prices down, and that doesn’t play to their strengths or vision.

Because of this, shrinking margins are a problem in most services businesses.

According to CSIMarket.com, the professional services industry is achieving net margins of only 11.24%, while construction services are at 7.31% and transport and logistics are at a meagre 4.55%.

At the moment, within your business, there are probably four different kinds of work that you are doing:

1.     Work you love, and want more of

2.     Good, solid work that pays the bills and keeps the lights on

3.     Marginal or painful work, and

4.     Work that’s sending you out of business.

Unfortunately, most of us spend way too much time on the last three, and not nearly enough on the first.

That’s because the way we run new business pursuits is completely wrong. It delivers more of the work we DON’T want, without any of what we really do want.

If this is an issue for you, contact me and I’ll send you a copy of my new white paper Pole Position – How To Achieve New Business Success.

In it, you’ll learn why the future belongs to the “makers”, and how you can become one.

Robyn Haydon is a business development consultant specialising in business that is won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars worth of business with many of Australia’s largest corporate and government buyers. Had a tough year? Missed out on business you really wanted? Let’s make sure 2016 is different. The Pole Position program will position you to win the opportunities on your radar for next year. Email info@robynhaydon.com or call 03 9557 4585 to find out more.

Time to re-set your sales plan for 2016!

How has your year been? Brilliant? Pretty good? Not so good? Terrible?

As we hit December, we are already calling time on 2015 and making a mental checklist of what happened, what didn’t happen, and what we can do differently and better next year.

·       If you had a brilliant year, how will you make next year just as brilliant?

·       If you had a pretty good year, how can you make next year really rock?

·       If you had an average year, how do you break through patterns that are getting you less-than-ideal results?

·       If you had a terrible year, how will you get a lock on what’s going wrong, and come up with a plan to fix it?

The beauty of a new year is that we get a fresh start. 

In The Power of Focus, Jack Canfield says that we make our own luck through great preparation, good strategy, and focusing our time and energy doing the things we are truly brilliant at.

So what’s on your new business wish list for 2016? There are lots of opportunities out there. These can be yours if you really want them, know why you want them, have a strategy to go out and get them.

This is easier said than done, when most of us are so crazy-busy. And it’s heartbreaking to see opportunities pass by that you know you would be perfect for.

Let’s make 2016 your best year ever. My new program, Pole Position, will help you to design and package an offer that is so commercially valuable, your customers would be crazy not to buy it. I have only three places available in this extraordinary program over the December/January period. Contact me if you'd like to know more.

Robyn Haydon is a business development consultant specialising in business that is won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars worth of business with many of Australia’s largest corporate and government buyers. Had a tough year? Missed out on business you really wanted? Let’s make sure 2016 is different. The Pole Position program will position you to win the opportunities on your radar for next year. Email info@robynhaydon.com or call 03 9557 4585 to find out more.

How to make smarter new business decisions

When I talk to people who have been in business for a while, most are nostalgic for the “golden” age of selling. Back then, business was done on a handshake, relationships were king and suppliers had a lot of power. Fast-forward to today, and business of any size and scale is done through bids and tenders, procurement is king, and suppliers don’t seem to know what to do any more.

What’s really going on is that the world of sales has fundamentally changed. And in this upheaval, those on the “supply” side feel that they have lost their power.

It’s true that not everything we would like to control is within our control. We can’t control how customers buy. We can’t control what competitors do and say. And we can’t control how we feel about any of these things. But we CAN control how we exercise our choice, and we need to start by making smarter decisions about the business we choose to go after.

According to a recent study by TEC (The Executive Connection), a global network of company CEOs, one of the five issues keeping CEOs up at night is the perennial need to make good decisions. In this study, they say: “Good decisions are made when CEOs equally weigh the pros and cons, rewards versus risks, and probability of success versus failure. Out-of-the box decisions can sometimes be a recipe for disaster.”

There is a lot at stake when we go after new business. Every meeting we have, every tender that we write, every proposal that we submit creates an opportunity cost of things that we could be doing elsewhere that might be a better use of our time and effort.  

Most importantly, every pursuit requires “mojo”. It needs our energy and enthusiasm to fuel it. And we only have so much of that to go around.

There's no shortage of checklists you can find to help you make pursuit decisions. Most of these, however, are based on the perspective that this is a rational process; follow a flow chart, and out pops a decision at the other end.

In fact, business development is not a rational process. It’s human, and complex, with many factors to consider. So the reason to have a new business pursuit process in your business is not just to make the right decision; it’s to understand WHY you are making the decision in the first place.

My new program From Chance to Choice is designed to help you make smarter decisions about what new business you should go after. It looks at the human factors, as well as the commercial ones. It’s totally online, so you can access it from anywhere. It will help you build your win rates – and your mojo.

Because what we contribute is what we get in return.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Think like a challenger

Picture your most important customer.

Now imagine a world where you don’t have them, and never did. You have other customers like them, maybe not as big or as impressive. And you really, really want them. Your business would grow exponentially if only you could land them.

In this world, you think about this prospective customer all the time. You have lots of ideas to make their world better. You even have a one-year plan. And a three-year plan. And a ten-year plan.

I could go on, but I’m sure you get the picture.

Welcome to the world of your competitors, who are actively building exactly this kind of plan to steal the business out from under you.

Muhammad Yunus, a Bangladeshi Nobel Peace Prize winner who pioneered the concepts of microcredit and microfinance and helped the economy of one of the planet’s poorest nations, understands how hard it is to get people to accept change. “My greatest challenge has been to change the mindset of people,” he said. “Mindsets play strange tricks on us. We see things the way our minds have instructed our eyes to see.”

Being the incumbent supplier of a big customer is like wearing a set of beer goggles that only let us see the best-case scenario. Because there’s so much at stake, we tend to look for evidence to “prove” that what we are already doing is good enough. As a result we are often blindsided when someone comes in with a more compelling argument that we just didn't see coming. 

Picture your customer again, and imagine for a minute that you were pitching for their business for the first time.

·      Things to fix: What holes could you poke in the current service delivery? Where are the problems that you would want to magically disappear? What doesn’t work well that you could do better?

·      Things to build: What aren’t you doing that you really should be doing? What would the customer love you to do, that you’ve been resisting? If you were the customer, how would you like to see your business transform in the future, and how could you as their supplier make that happen?

Thinking like a challenger does two important things. It helps us get real about problems we don’t want to think about, and it also creates excitement about what we could achieve but haven’t yet.

So take off the beer goggles and have a good, long look at the future. It’s as bright as wechoose to make it.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Second wins need a second wind

The highs that accompany a new business win are intoxicating. It’s all champagne, high-fives and a palpable sense of gratitude and relief. But once the celebration’s over, the success baseline is re-set. And all of a sudden we face a new sort of competition – with ourselves.

There were plenty of champagne corks popping in Melbourne last Tuesday, when long shot Prince of Penzance beat 100:1 odds to romp home in the Melbourne Cup in the hands of its first winning female jockey, 30-year-old Michelle Payne.

No matter what your thoughts about horse racing - and there’s been plenty of controversy on that topic recently – it was truly inspirational to witness Payne’s historic success.

At the age of seven, Payne told friends at school that she was going to win the Melbourne Cup one day. And win it she did, after 15 years of competition, the loss of her mother at an early age, a tough upbringing as one of 10 children, a fractured skull in 2004 and two falls eight years later that left her with a total of nine fractured vertebrae.

Payne credits her success to her work ethic. “We did have to work from a young age and appreciate everything that we got,” she told the ABC’s 7:30 program. “I’m just so grateful for my upbringing because I wouldn’t be here without that.”

Payne has already followed up with another win four days after the Melbourne Cup. And although keen to make the most of her success, she has also admitted she is not far from retirement.

This may turn out to be a smart strategy.

Second wins for Melbourne Cup jockeys can be elusive. The stakes are higher, you're in the public eye and punters backing you have sky-high expectations. In the past 30 years, only three jockeys have won the prize more than once.

If Michelle Payne does retire from racing soon, she’s definitely going out on a high.

But if she chooses to chase another Melbourne Cup win, she will have a tough road ahead of her. Without her 7-year old dream driving her, she will need to find a new goal to help her focus on the next race.

It’s tough to compete again when the prize has already been “won”.

If you aren’t ready to hang up your reins yet, and know you have a tough race in your future, give yourself the best chance of success.

Come along to How To Retain Your Most Important Contracts and Customers on November 24 in Melbourne and get yourself ready to re-compete.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

How to build customers into raving fans

“How likely is it that you would recommend our company/product/service to a friend or colleague?”

If you’ve ever been asked this single question (and given a scale of 1-10 to respond) you’ve participated in the Net Promoter Score, a measure of customer loyalty used by many businesses.

If you respond with a score of 9 or 10, you’re a “Promoter” – and a valuable asset to that business. Promoters are the most likely to buy more, stay longer, and refer other potential customers.

Fred Reichheld, who created the Net Promoter system and is also author of The Loyalty Effect, found that most corporations lose 50% of their customers every 5 years, 50% of employees in 4 years, and 50% of investors in less than one year.

In a bid to address these scary numbers, the Net Promoter Score is a simple, point-in-time measure that can track fluctuations in the customer experience while there is still time to influence any decline.

Even more importantly, polling customers this way helps to identify your most valuable assets – the loyal customers who love you, support you and are prepared to sell you to others.

We all have important customer relationships that need some love and attention to build the Promoter effect.

Come along to How To Retain Your Most Important Contracts and Customers on November 24 in Melbourne and discover creative ways to nurture your most important assets.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Three ways to create curiosity in customers and prospects

We all like to buy low, and sell high; to make a good investment and do a good deal. But investing in potential comes with risk, which big companies and government, in particular, aren’t too keen on. Their risk-averse behaviour is what coined the old adage, "No-one ever got fired by hiring IBM"; in other words, that it is safer to hire a firm with a proven track record, even if it does prove more costly (both in dollars and lost potential for innovation) to do so.

The need to mitigate a customer’s risk aversion is one reason why, when trying to sell a customer on something new, we will almost always revert to our past achievements as justification.

Tender request documents issued by buyers also exaggerate the importance of credentials, by giving us points for explaining our experience in similar work.

But this isn't what customers are really buying. Solid credentials may be the price of entry to a competition, but what customers are really interested in is what is coming next.

In To Sell is Human, Dan Pink suggests that we are more likely to buy into something or someone "with potential" - that is, yet to reach their peak. Among other research, he cites a test of two Facebook ads for a comedian, Kevin Shea. The first ad said Shea "could be the next big thing", while the second described him as "the next big thing." The first ad, hinting at Shea's potential, generated far more click-throughs and likes than the second.

Curiosity creates possibility. Here are three ways to create curiosity about your potential, with the aim of expanding the conversations you’re having with customers or prospects.

1. Describe new developments in your field.
2. Talk about something you're tinkering with, or a pilot program you are trialling.

Disclose some of the new thinking you and your team are developing, and explain how this might offer new and improved ways to deliver results.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Playing the Trump card

I've recently returned from the United States, where presidential candidate debates are in full swing and Donald Trump is a front-runner for the Republican nomination, consistently ahead of his nearest rival. 

And this is not surprising. 

Politics is theatre. While other candidates are talking about the same old “boring” stuff like healthcare and education, the audience is tuning into Trump as he sounds off about women, migrants, trade deals with China, Ebola, Obama and what he thinks about celebrities from Bette Midler to Rosie O’Donnell.

Time magazine recently chronicled a list of Trump-isms titled Here’s Roughly Every Controversial Thing Trump Has Ever Said Out Loud. Yet despite offending a great many people, Trump’s approval ratings continually go up. No candidate has yet been able to surpass him.

Why?

Trump sees business as a game, and his massive wealth simply as a way to keep score.

He is successful, opinionated, with a massive online platform that includes 2 million Twitter followers and the TV show The Apprentice, which is syndicated in 25 countries and spawned the famous line, “You’re Fired!”

While the other Republican candidates are measured, professional and polite – behaving they way they think voters want them to behave - Trump runs rings around them simply by speaking his mind. 

Political debates SHOULD be controversial. As voters, hearing things we don’t necessarily agree with forces us to re-examine our opinions and beliefs and to define new ones.

Likewise, in our business relationships we shouldn’t constantly kow-tow to customers. 

Customers may hold the purse strings, but they also appreciate us – as the experts they hired – standing up for what we believe in, even when they don’t agree.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

How to “grow” your own proposal writers

In a proposal, what you say is more important than how you say it, and making sure the people in your team contribute their knowledge is very important. This means getting everyone involved in proposal writing, even if they don’t see themselves as “writers”.

Proposal writing is a skill that can be taught. Everyone in your team who has knowledge to share can learn to be more effective in proposal writing.

However, some people will be more suited to proposal writing as a regular gig than others.

Responding to tenders can feel like you are sitting an exam every day. People who were good at exams at school or university and who quite like the challenge of sitting exams (yes, it happens) are ideal for this type of work.

Bid writers need to quickly understand what’s being asked for in a Request for Tender and know how to respond.

Likewise, getting good exam marks requires the confidence to understand and interpret unfamiliar questions very quickly and under time pressure. It means being able to plan a response that addresses that question, then identify relevant content and ignore stuff that isn’t relevant, and weave an argument or point of view throughout.

A team member who has a good academic record with high exam scores in complex subjects is highly likely to be suited to the task of working on tenders. It doesn’t really matter what kind of subjects they were good at – it’s their pre-existing aptitude for this kind of work that is important.

But proposal writing can be a lonely and demanding job, often leading to exhaustion, frustration and burnout. When someone does choose to take it on, make sure that they get proper training, supervision and support – or their time in the job will probably be short-lived. 

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

The joy of bid content planning

In a complex bid or tender response, taking the time to plan content and evidence means you and your team will spend less time writing and rewriting. I call this the “joy” of bid content planning because to me, this is where the strategy comes to life. However, most people skip straight over this step because they’re impatient to get straight into writing. This is risky, because without proper planning there is always the chance that the most compelling elements of your strategy will never see the light of day.

A tender evaluation panel might contain anywhere from five to eight or more different stakeholders. They will come from the business area you are pitching to, and possibly also from its technology, legal and environmental sustainability teams.

Even when you are the incumbent supplier, there’s a very good chance that not everyone on the evaluation panel will be familiar with your work. Your proposal needs to explain this, and provide examples and evidence to support what you are saying.

Sit down with your team after the bid strategy session and examine each of the questions in turn. What are these questions really asking? Is there a question behind the question? What does the buyer really want to know? Are there potentially explosive issues here that you need to be aware of?

When thinking about how to answer each question, consider the major claims you want to make.

Then make sure you back them up with evidence.

This is exceptionally important in a bid or tender response, as the evaluation panel has to give each part of your proposal a score. What sets apart high scoring proposals is the believability of their claims, which is determined by the quality of the evidence that you provide. 

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Seven steps to a great Executive Summary

In a proposal, the executive summary is your proxy for a face-to-face conversation with the customer. It sets out your case for the business in a short, confident piece of less than three pages – no matter how long and complex your actual proposal is.

As a Bid Leader, your job is to make sure that the executive summary really rocks. Write it yourself, in a clear, confident tone of voice that sounds exactly like it would if you spoke to the customer in person.

Writing your executive summary early is a great idea.

Your Purchaser Value Topics are the scaffolding on which you will build your offer, and writing your executive summary lets you scale that scaffolding, test how strong it is, and see where there are gaps you need to fill.

Here is a simple method to follow when you’re writing your executive summary.

1.     Thank the client and name the project, contract or opportunity you are responding to. Show that you understand what the client is looking for, presenting at least several insights that go over and above the requirements in the Request for Tender.

2.     Include an offer statement that summarises the commercial benefits of your offer in one paragraph.

3.     Confirm that your proposal conforms to the Request for Tender requirements. If necessary and relevant, explain briefly how they should read the proposal.

4.     Using your Purchaser Value Topics as headings, explain why the customer should choose you. Substantiate claims with your best examples and evidence, and include testimonials. This section represents the bulk of your executive summary.

5.     If you haven’t already, briefly explain why your proposal offers value for money. If relevant, address any concerns the client may have about choosing you.

6.     Ask for the business and summarise why you deserve it.

7.     Sign off using your name, as the most senior person on your bid team.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Nine ways to re-think the competition

Most of us tend to think of our competitors as the firms or organisations that are the closest match to ourselves – what I call ‘peer competitors’. This is a dangerous assumption, particularly as an incumbent supplier, because we don’t want to underestimate the field of competition and the other options the customer could be considering. 

In my practice, and in delivering my Persuasive Tender and Proposal Writing Master Class, I’ve read and provided feedback to hundreds of people about their past proposals and tender responses. I look for evidence that the writer has thought about what competitors might be offering, and come up with ways to better promote their own strengths and combat the strengths of competitors.

In fact, very few proposals adequately address the issue of competition.

We are not selling in a vacuum, and in a competitive tender the buyer will consider many proposals along with than yours – maybe a handful, or maybe hundreds.

Getting your head around what others might be offering is also a good way to test the validity of your own offer and ideas.

Aside from peer competitors, here are some ways to think about potential competitors that might pose a threat to your ability to win. Start by making a list of all the competitors you can think of, and consult your team to make sure you have covered them all.

Where could your competition come from?

1.     National organisations, if you are local.

2.     Local organisations, if you are national.

3.     Much larger or much smaller organisations.

4.     Organisations that already work with your customers in another capacity.

5.     Organisations with expertise in an area of current or future interest to the buyer.

6.     Organisations with expansion plans that include your market space.

7.     Potential partnerships among competitors, including joint ventures and consortia.

8.     Offshore and multinational organisations.

9.     The customer – they might do nothing, spend their money on other priorities, or decide to do the work in-house.

It’s essential to analyse competitors regularly, and even more important when you have a contract you don’t want to lose. This work will give you some good insights into where are placed in the market, and where you may need to improve your offer to win again.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Five universal buyer wants

Every buyer is different, but they share similar wants and desires. A commercially powerful bid strategy represents what the customer most wants, what we can best deliver and what positions us best against competitors at the time we make our bid.

Bid strategy is articulated through ‘win themes’, which I deliberately refer to as ‘purchaser value topics’. It's a subtle difference, but an important one. When we put time into thinking about what the purchaser will value, our ideas tend to be creative and generous, and more likely to help us win. The opposite of winning is, of course, losing, and when we use the language of ‘win themes’ we actually encourage thinking based on loss and scarcity.

Here are five universal buyer wants to consider when developing your bid strategy. How can your proposal deliver on these?

1.     Low risk, no risk, or reduction of risk. Risk comes in many forms – to reputation, to the success of a project, to costs, to people and even to the client’s business or operations. Identify as many risks as you can, and show you have a plan to minimise them.

2.     Innovation. Buyers like to know that you have ways to do things better or create better outcomes. Innovation usually needs to come with as little risk as possible.

3.     Good governance. Giving over control to a supplier can make buyers nervous. Instead of just showing your quality assurance status, be explicit in how you will measure and control performance and outcomes.

4.     Technology. All businesses, including government businesses, want to capitalise on available technology to make things faster, more connected and more transparent. If you have a technology solution that delivers this, make the most of it.

5.     Value for money. This doesn't just mean the cost of what they’re buying, but how useful it is. Emphasise the inherent value in what you already do and offer, as well as any specific cost savings you’ve developed for them. Value-adds, while they’re nice to have, are less commercially powerful.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

How to focus your time to win tenders and proposals

When developing bids, proposals and tender responses, most people spend almost all of their time on the “grunt work” of responding and finishing. In contrast, clear winners spend 60 per cent of their time on the “brain work” of selling and convincing. Here are some tips for focusing your energy and effort where they are most needed – on what will help you win.

As soon as a Request for Tender is released, you will only have a short period of time - most commonly, four weeks - to put your entire submission together.

Due to the size of the job, most people jump straight into writing, but this is a mistake.

There are four steps in the successful development of a bid, proposal or tender response:

1. Selling – developing your strategy and Purchaser Value Topics
2. Convincing – planning content and evidence to support them
3. Responding - writing to the questions/requirements, and
4. Finishing - pre-submission polishing and review.

Most people who write tender bids spends 95% of their time on Responding and Finishing, with only 5% on “Selling” – and this mostly involves kicking around the reasons “why they should choose us”. That’s hardly compelling, given that almost everyone else is going to do the same.

In contrast, clear winners spend 60% of their time up-front on Selling and Convincing, and only 40% on Responding and Finishing.

A tender document sets out what the buyer is looking for. In their heads, they’ve already bought that, and are really hoping for something better.

So your job is to give them something MUCH better than what they were expecting. By working first on Selling and Convincing, it is possible to shift perceptions so that you are the only ones in contention.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

How to “game” change

There are two types of change – change that is imposed externally, and the change we choose to make ourselves. Both can be difficult, but only one is inevitable.

In business, we have change imposed on us all the time. Company restructures, legislative change and compulsory competitive tenders are all examples of externally imposed change. This kind of change can shake us up in unpleasant ways and make us feel exposed and vulnerable.

The opposite of change is inertia. In physics, an “inert” object continues in its existing state, unless that state is changed by an external force. In other words, when something pushes us, we have no choice but to go with it.

Self-imposed change, however, requires US to do the pushing. This makes it elusive and harder to achieve – even when it is essential.

Robert Kegan and Lisa Laskow Lahey, authors of Immunity to Change, found that desire and motivation aren't enough on their own to create change, and that change remains maddeningly elusive even when it's literally a matter of life or death. For example, they note that even when doctors tell heart patients they will die if they don't change their habits, only one in seven will be able to follow through and make the change successfully.

Inertia can trap us into under-performing, even when we think we are working hard and doing the right thing.

In Who Moved My Cheese? - one of the world’s best-selling change management books - Spencer Johnson suggests that most of us spend far too much time looking after our “existing cheese” (what we have now) and not going in search of “new cheese” (what we could have, if we only got off our butts and went looking for it). “Movement in a new direction helps find new cheese,” concludes Johnson.  “Life moves on, and so should we.”

The most successful suppliers know they need to overcome inertia to avoid being left behind. They aren’t content with just doing what the customer or contract says they should do, and are always looking for ways to add more value. In contrast, others – who have more of a “set and forget” mentality – don’t realise that they are setting them up to lose.

The good news is that you get to decide today which one you are going to be.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Five business development behaviours that sabotage long-term success

Do you spend more energy getting new clients than servicing the ones you already have? Praise and heavily reward new business wins? Would you rather start a new job with a new customer than fix a problem with an existing one?

Our prevailing business development culture tends to measure and reward new business success over everything else. 

But this could be costing more than you think.

A study by Bain and Company (cited by Harvard Business School) found that the high cost of acquiring customers means that many customer relationships are initially unprofitable. However, this changes when the cost of serving loyal customers falls and the volume of their purchases rises. 

The same study found that increasing customer retention rates by just 5% can increase profits by 25% to 95%.

Add to this the Gartner Group’s assertion that 80% of a company’s future profits will come from just 20% of its existing customers, and it’s clear that investing in the business we already have makes logical commercial sense. And yet, in many cases, this investment just doesn’t happen. 

Here are five business development beliefs and behaviours that sabotage our long-term success.

1. Focusing too much on revenue. Most BD metrics focus heavily on the revenue line. New customers push that line up much faster than incremental growth in existing accounts ever could, and what gets measured gets rewarded.
2. Believing customer satisfaction will result in customer loyalty. Most organisations run annual customer satisfaction surveys. Unfortunately, satisfaction measures are not a good predictor of loyalty OR of future behavior. I hold customer interviews as part of my pre-work for the retention programs I facilitate for clients. On more than one occasion, a customer who at one point reported themselves “highly satisfied” has turned out to be angry, disengaged and/or preparing to walk.
3. Performing well, but becoming complacent. When we’re hitting all our KPIs, it’s easy to forget that good work is what we get paid for, and not a selling point.
4. Shying away from the hard work. Let’s face it, some large customers are demanding and hard to deal with, and the relationship can become strained and tense over time. It can be easier to get excited about a new customer than to dig in and turn around a difficult one.
5. Being seduced by bright, shiny objects. It’s fun and exciting to pursue new business, with all its promise and possibility. In contrast, re-competing for customers you already have feels like applying for your own job. It’s hard, and confronting, and there is much, much more at stake.

Customer retention pays enormous dividends when we get it right. While the probability of converting a prospect can be less than 25%, we should be odds-on favourite with an existing customer. 

But incumbency is only an advantage if you choose to use it. Request the white paper and learn more about Getting Ready to Recompete For Your Most Important Contracts and Customers.

Robyn Haydon is a business development consultant specialising in competitive bids and tenders. Are you part-way through a contract term with a big customer? Have an important piece of business coming up for renewal or re-tender in the next 12 months? Join Robyn’s one-day workshop “How to Retain Your Most Important Contracts and Customers” and develop a Ready to Re-compete plan for the business you can’t afford to lose - http://www.robynhaydon.com/workshops/

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

The gift that just stopped giving

In an environment where business is subject to competitive tender, giving and receiving gifts and hospitality is fraught with problems. It’s a fine line from appreciation to bribery, and it just got even finer. 

Last week The Age newspaper ran a story investigating gifts, benefits, and hospitality offered to buyers in Victoria’s Government-owned water corporations.

According to the Auditor General, there had been a 40% increase in gifts and hospitality to water corporations in a single year. Staff at City West Water received more than $90,000 over a two-year period, and at Southeast Water it was almost $70,000 over five years.

While the water corporations apparently refused to release their gifts registers at the time of the Auditor General's report, and details only emerged following a freedom of information request by the newspaper, it was not good news for suppliers. 

The Age article mentioned at least a dozen suppliers by name alongside the gifts they had given to their customers, including $5,542 for a conference in Florida, $3,700 for conference tickets in San Francisco, $500 in shopping vouchers and gifts cards and large amounts spent on Australian Open tennis tickets, AFL Grand Final tickets, and many other types of hospitality.

Due to concerns about the appearance of impropriety, independent auditor RSM Bird Cameron was asked to investigate. In this case, they found no correlation between the gifts, benefits, and hospitality offered and the results of tenders.

However, Victoria's water minister has now asked all of Victoria’s 19 water corporations to review and update their policies so that any gift or hospitality worth $100 or more is declared and approval sought before it is accepted. Introducing a new culture around gifts and hospitality is going to be one of the first tasks of the new boards at all water corporations from October.

If gifts and entertaining have always taken the lion’s share of your marketing budget, it’s time to re-think your strategy. While modest gifts and hospitality, will always have a role to play in showing appreciation to customers, what they really value is what’s inside your head.

Business development is still all about relationships, the way those relationships are transacted have fundamentally changed. We’ve moved from a time when people and personal relationships had a lot of power, to one where it’s ideas and innovation that are driving the customer relationship.

Invest in continually bringing your customers insights into how they can compete better, do business better, or move closer to their goals. That is truly the best gift you can give them.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

The momentum of continual improvement

The most successful suppliers fall quickly into a pattern of continual improvement as soon as they win a contract or customer. Unfortunately, others – who are really just doing no more than keeping up with the basic requirements – are probably setting themselves up to lose.

Newton’s first law of motion – the law of inertia – tells us that “An object at rest stays at rest and an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force.”

When it comes to important contracts and customers, the procurement process is the “unbalanced force” – something outside ourselves that propels suppliers into a kind of recurrent stop-start motion.

Bid, deliver, and then bid again.

But that doesn’t make this a pattern for suppliers to aspire to.

For incumbent suppliers, what happens in the delivery phase – which is usually the longest and most significant in the relationship – is what sets the stage for winning again.

What customers usually see from a supplier is this.

There’s the initial flurry of excitement when competing for the business, followed (usually) by a short lull while the customer makes up their mind. When we win, it’s a steep climb to get everything set up right, and then we settle back into a comfortable level of delivery until we need to compete again.

But what they EXPECT from us is this:

Choosing the path of continual improvement is what really helps to sustain a customer relationship over the long term.

That’s because not everything is within our control.  We can’t control how customers choose to buy, and we can’t control what competitors do either.

But we CAN choose our own state of mind.

We do get to decide how much of our energy, enthusiasm and ideas – in short, how much of ourselves - we’re prepared to commit to making sure our work gets better and better. 

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.

Could you fall victim to the Recency Effect?

Human beings have pretty selective memories. It turns out that we judge much of our life experience not on the totality, the average, or a glance back over the highlights, but on the basis of the last few minutes.

Have you ever walked into a customer’s office expecting to make a presentation about performance over the last month or quarter, and spent the whole meeting talking about last week’s non-delivery or a stuff-up that happened yesterday instead?

Welcome to the Recency Effect, which tells us that the most recently presented items or experiences will most likely be remembered best.

In Change Anything, a New York Times bestseller about the science of personal success, the authors conclude that much of what we feel about our daily relationships stems from only a few moments that overwhelmingly colour our perception.

The book relates a study by Nobel laureate Daniel Kahneman, who asked colonoscopy patients to rate their level of discomfort during an unanaesthetised procedure. (Australians, give thanks that we don’t do things that way here. Ouch).

Not surprisingly, none of the test subjects gave glowing reports of their colonoscopy, but the comfort levels they reported had almost nothing to do with the total amount of pain that they felt during the awkward and uncomfortable procedure.

The only thing that mattered was how painful it was right at the end.

What do colonoscopies have in common with contract or service delivery? Maybe more than you think. For a customer, giving over control of part of their business to a supplier, it really CAN feel like being operated on without an anaesthetic.

Your job is to make whatever you do for them as pain-free as possible. And no matter how well you’re doing generally, take extra care for at least three months before you need to compete again.

This will make sure that one or two mistakes don’t derail your good work forever.

Robyn Haydon is a business development consultant who helps helps service-based businesses that compete through bids and tenders to articulate the value in what they do, command a price premium, and build an offer that buyers can’t refuse. Don’t let others dictate how far and how fast your business can grow – take your power back! Email robyn@robynhaydon.com to request the white paper for the Beyond Ticking Boxes program.